Return on Investment in Meetings and Events

CHAPTER 8

Measuring and Isolating the Impact of Meetings and Events

This chapter focuses on tracking business performance measures connected to meetings and events and is the last chapter on collecting data. Executives regard business impact data as, perhaps, the most important data type because of its connection to business success. In many cases, a less-than-desired performance in one or more business measures (a business need) created the need for the meeting or event (e.g., we need to boost sales). This chapter covers the methods needed to collect the business measures and includes monitoring the business records, collecting action plans, and using questionnaires. These three processes account for most opportunities available for collecting ...